Kazakhstan agency GForce Grey hacked a popular mixed martial arts show to expose domestic violence. Our writer Ekaterina Chelpanova spoke to CEO Yuliya Tushina and ECD Yevgeniy Kostylev.
When popular mixed martial arts broadcaster Ruh Fighting advertised bouts between men and women for the first time, people were appalled. High viewing figures, however, seemed assured.
But the livestream of the “event” showed a very different form of brutality: shocking footage of real domestic violence that had taken place in Kazakhstan. The outrage that followed brought the issue into the public arena and, for once, men were prominent in the conversation.
CEO Yuliya Tushina and Executive Creative Director Yevgeniy Kostylev joined us for a Q&A interview to talk about the project and its aftermath.
What was the initial spark or insight that led to the development of this award-winning campaign? How did the team arrive at the central idea?
Yuliya: The issue of domestic violence in Kazakhstan was neither new nor previously undiscovered by society. Every year, governmental and non-profit organizations launch social advertising campaigns addressing the problem, yet these efforts often failed to create a lasting impact. From the outset, we knew that if we wanted to make a real difference, we needed to develop something that could truly shift the narrative.
The turning point came when our team uncovered a striking statistic: only 12% of men in the country had signed the most recent petition to tighten the domestic violence law. This revealed a crucial insight: men were almost entirely disengaged from the issue. This discovery became the campaign's most important finding and ultimately shaped its direction.
We realized that the next campaign against domestic violence in Kazakhstan had to focus on men specifically, compelling them to acknowledge the problem and take action. This insight formed the foundation of our entire strategy and creative approach. RUH Fighting, our client, had a highly engaged and dedicated audience, making it the perfect platform to ensure our message resonated and achieved maximum impact.
By leveraging the immense popularity of MMA in Kazakhstan, we placed the conversation about domestic violence in a context that not only demanded attention but also effectively engaged the very audience we most needed to reach – men. This strategic decision enabled our campaign to break through cultural apathy and ignite meaningful conversations.
We knew that if we wanted to make a real difference, we needed to develop something that could truly shift the narrative.
After the campaign launched, were there any surprising reactions from the audience or client? How did these reactions validate or challenge your creative choices?
Yevgeniy: The campaign is fundamentally built on provoking unexpected reactions, and we anticipated strong public responses. When we launched the teaser phase, announcing the first-ever fight between men and women, the client faced an overwhelming wave of public outrage. The reaction was so intense that it even led to petitions addressed to the president, demanding the fight to be canceled.
One of the biggest challenges for the client was the risk of losing their most loyal fans – many of whom started unfollowing the brand’s page in protest. However, we had prepared for such scenarios, developing multiple strategic pathways for the campaign. Our team closely monitored public sentiment, assessing how long we could withstand the backlash before revealing the true purpose of the project.
Yuliya: In the end, we held out for a full week – the maximum teaser period we had planned. It was a week of pure bravery, both for our client and the athletes involved, who put their reputations on the line to ensure the campaign achieved the widest possible reach.
And then something incredible happened – once we revealed the real purpose of the campaign, our haters suddenly became our biggest supporters. Watching that transformation was truly amazing, and it showed us just how many people were ready to stand with us.
What has been the impact of the project? Did the more open conversation about violence against women continue?
Yevgeniy: 2024 was a pivotal year in addressing domestic violence. Our campaign launched not long before a time when a high-profile case – the tragic incident involving the former Minister of Economy who killed his wife as a result of domestic violence – shocked the nation. This, along with other cases that started to receive bolder and more frequent media coverage, served as a catalyst that stirred the entire country. It became impossible to continue ignoring the issue.
The culmination of these efforts led to the adoption of a law strengthening domestic violence regulations, which is an outcome we could not have hoped for more. However, while the legal framework is now in place, a significant amount of work remains to be done to ensure that the law is effectively enforced and that real change is achieved. We believe that continued awareness, education, and collective action are crucial in making a lasting impact, and we are committed to pushing this momentum forward.
Given the success of the campaign, are you considering future projects with the same client?
Yuliya: We are already actively working on a second project, which we believe will further contribute to addressing and driving meaningful change in the fight against domestic violence in our country. This new initiative will be implemented with a different client.
As for our collaboration with Ruh Fighting, we have an outstanding partnership and are deeply grateful to their team for dedication and commitment. We are in constant communication with the team, exploring new opportunities for collaboration that align with their current business objectives. We absolutely plan to continue our partnership and seek ways to create even more meaningful projects together in the future.